TOPIC 1 - Intro / functions of retail mrkt (eCommerce & Retail Mrkt)

eCommerce & Retail Mrkt

Marketing

The process of understanding customer needs & wants in a way that leads to profitable exchange.

According to ______ , what does marketing include (4)

• Mary Ellen Bianco

• Research, targeting, communications (ads & direct mail), & often PR

What analogy does Mary Ellen Bianco use to describe marketing’s relationship to sales, and does it mean?

• She describes it “as ploughing is to planting” — it prepares the ground for sales to happen.

What is retail?

Retail is the selling of goods and services to individuals for personal use.

What is retail marketing?

Is the process by which retailers promote awareness and interest in their goods and services to generate sales from consumers.

What are the types of retailers (2)

• Store based retail institutions

• Non-store retail institutions

Store based retail institutions include - “there’s 15” (atleast 5)

• Speciality sores

• Drug stores

• Department stores

• Supermarkets

• Convenience stores

• Discount stores

• Off-price retailer

• Factory outlets

• Warehouse clubs

• Superstore

• Category killers

• SuperCentres

• Hypermarkets

• Catalogue showrooms

• Pop-up stores

Non-store based retail institutions include (6)

→ NOTE: (Know all 6 so its easier to distinguish from the others that aren’t in this list)

• Street vendors

• Catalogue / Direct Mail

• Vending machines

• Direct selling

• TV Home selling

• E-tailer

Examples of food-related retailers. (3)

• Supermarkets

• Convenience stores

• Specialised food & drink stores (grocers, butchers, fishmongers, off-licences)

Examples of non-food specialised retailers. (3)

• Music stores

• Toy stores

• Garden centres

• Sports shops

• Jewellers

Categories of general retail sectors. (3)

• Fuel and forecourts

• Furniture, lighting, homeware

• Fashion, footwear, textiles

What is a speciality store?

A retailer with a narrow product line but a deep assortment.

Give examples of drug stores (3)

• Body Shop

• Boots

• McCabes Pharmacy.

What defines a department store? (with example - 2)

• A store whereby a retailer offers several product lines, each operated separately.

• Example → (Brown Thomas, Dunnes Stores).

Characteristics of a supermarket (3)

• Low-cost

• Low-margin

• High-volume operation.

Describe a convenience store, with examples? (3)

• Limited product line

• High turnover

• Slightly higher prices.

→ Example: (Centra, Spar)

Describe a discount store, with examples. (3)

• Lower prices

• Lower margins

• Higher volumes.

→ Examples: (Lidl, Aldi)

What is an off‑price retailer? (with example)

• Retailers that buy below wholesale and sell below retail.

• Example: → (Dealz)

What is a factory outlet? (with example)

Retailers selling branded goods at reduced prices.

• E.g. → (TK Maxx)

What is a warehouse club? (2 examples)

Membership-based bulk-buying retailers.

• E.g. → (Sam’s Club, Costco)

What is a superstore?

Large stores selling routinely purchased food and non-food items.

What is a category killer? (with example)

A large retailer dominating a specific product category.

• E.g. → (Home Store)

What is a hypermarket? (example)

Very large stores combining supermarket + department store.

• E.g. → (Carrefour)

What is a pop‑up store?

“Temporary only” retail spaces taking advantage of low rents or specific locations.

What are street vendors?

Individual sellers operating in public spaces.

What is catalogue/direct mail retailing? (example)

Selling through catalogues or mail communications.

• E.g. → (Avon)

What are vending machines?

Indoor or outdoor automated machines selling snacks or small items.

What is direct selling? (example)

Face‑to‑face product demonstrations.

• E.g. → Avon

What is TV home selling? (example)

Customers watch TV demonstrations and place orders by phone.

• E.g. → QVC

What is an e‑tailer? (examples 3)

Online retailer selling through digital platforms.

• E.g. → (Amazon, Asos, SHEIN, TEMU)

Why is a subscription retail business considered a strong business model? (3) - example

Because it provides

• Predictable recurring revenue,

• Builds customer loyalty, and

• Creates consistent demand.

Example

• Dollar shave club / million dollar shave club

What makes a great brick‑and‑mortar shop? (6)

• Welcoming staff

• Easy to park

• Short queues

• Easy to find products

• Good presentation of goods

• Good quality/price

What makes a great online shop?

• Fast delivery

• Easy navigation

• Clear presentation

• Helpful product reviews

• Strong refund policy

What are the ways that the ‘retail experience’ can add value to customers? (10)

• Presentation of goods

• Refund policy

• Easy parking

• Short queues

• Welcoming staff

• Easy to find items

• Fast delivery (online)

• Loyalty recognition

• Good advice

• Good quality/price

What are the six key functions of retail?

1. Presence

2. Expertise

3. Presentation

4. Post‑Sales

5. Promotions

6. Curation

What does “Presence” mean in retail? (2)

• Having a physical or virtual location

• Being conveniently located for shoppers

What does “Expertise” mean in retail? (3)

• Salespeople advising shoppers

• Helping shoppers access and inspect goods

• Online: product reviews and staff picks guiding shoppers

What does “Presentation” mean in retail?

• Creating an attractive shopping environment

• Making goods easy to find

• Ensuring the online experience is enjoyable

What does “Post‑Sales” include? (4)

• Handling complaints

• Managing warranties

• Processing refunds

• Providing post‑purchase help (“How do I…?”)

What does “Promotions” include? (3)

• Working with manufacturers

• Developing promotions and special offers

• Supporting new product launches

What does “Curation” mean in retail?

Selecting goods and services best suited to the target market

What new function has retail adopted (& especially which types of stores) ?

• Entertainment

• Especially in: → (brick-and-mortar stores)

What is experiential retail? (3)

Retail that focuses on creating

• Memorable,

• Interactive, or

• Immersive experiences for customers.

Give an example of experiential retail in Ireland.

The Lego Store in Dublin